Concept and rebranding

GO Transit is an inter-regional public transit network in Southern Ontario, linking Toronto to the surrounding region. GO carried 65 million passengers in 2012, and its ridership continues to grow.

The “Big Move” advocated by the local transit authority Metrolinx is aiming for a large scale modal shift from car to public transport in the entire Greater Toronto and Hamilton Area. GO is a central element of the Big Move; as part of the new strategy it needed to be rebranded and it received a fresh new identity, advocating public transport and making it a seamless experience.

This made a wide range of design work necessary, from station counters and way-finding design in Union Station, to an overall architectural corporate identity with specific proposals for shelters, furnishing, urban wayfinding and station design concepts.